An Instructor's Manual to H2H Marketing Case Studies
| Autor: | Kotler, Philip Pfoertsch, Waldemar Sponholz, Uwe Sulaj, Kejsi |
|---|---|
| EAN: | 9783031490040 |
| Auflage: | 001 |
| Sachgruppe: | Wirtschaft |
| Sprache: | Englisch |
| Seitenzahl: | 204 |
| Produktart: | Gebunden |
| Veröffentlichungsdatum: | 08.02.2024 |
| Untertitel: | Teach Human-to-Human Marketing Effectively |
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This is an instructor's manual for the popular textbook 'H2H Marketing: Case Studies on Human-to-Human Marketing' (Springer, 2023). The authors have provided a perfect companion that enables teachers to adopt a case-by-case approach when using the material in the classroom. 'H2H Marketing' focuses on redefining the role of marketing by reshaping the mindset of decision-makers and integrating concepts such as Design Thinking, Service-Dominant Logic, and Digitalization. By following this carefully designed manual, teachers can assist their students in gaining a deeper understanding of the case studies that illustrate various aspects of the concept, its fundamental elements, and its implementation.
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